EA SPORTS FIFA: Tackling the biggest anomaly in football

EA SPORTS FIFA, a computer game, partnered with footballer Hamza Choudhury to showcase new role models and inspire the next generation of British South Asian footballers, whilst capturing their love of the game that speaks to any fan.

Executive Summary

Going deeper on diversity to tackle the biggest anomaly in football.

The Midnight Ramadan League campaign for EA SPORTS FIFA looked, felt and sounded like nothing else. It tackled the biggest statistical anomaly in football, but it also changed how we approach diversity and inclusion as an agency.

By digging deeper into the representation of British South Asians, we challenged not just our own work and perceptions, but the techniques, language and data being used to improve diversity in marketing and sport.

We learnt the shortcomings of showcasing breadth of diversity through the 'montage effect', to instead prioritise...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands